A High Altitude Snapshot of Lead Generation Metrics

Wrapping one’s head around online lead generation marketing is a daunting task, even for us. One of the larger SEO companies in Chicago, Straight North asked its creative team to map out the entire campaign process to help with our internal training. The visual proved so helpful we decided to turn it into an infographic, “The Lead Generation Ecosystem.”

Of particular interest to readers of this blog will be the infographic’s hexagons to the right of and below the COMPANY WEBSITE hexagon — it is in these areas where companies frequently have missing and/or misconnected pieces. For instance …

Companies track form submissions granularly, but don’t track phone calls at all, or just barely.

Companies fail to add lead validation to their process, and thus are unable to differentiate sales leads from non-lead conversions.

Brad Shorr is Director of Content Strategy at Straight North, a Chicago-based SEO, PPC and website design company. With more than 25 years of experience in sales and marketing, he has been featured on scores of leading online publications including Forbes, Entrepreneur and Moz.